the iPhone 6S and 6S Plus on display during Apple's event. (Photo: Jefferson Graham, USA TODAY)
98 CONNECT 34 TWEET 9 LINKEDIN 12 COMMENT EMAIL MORE Another September, another iPhone launch.
As expected, Apple CEO Tim Cook took the wraps off a pair of new iPhones on Wednesday: the iPhone 6S (from $199 on 2-year contract) and the larger iPhone 6S Plus (from $299 on 2-year contract), both available September 25.
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Apple iPhone unveil lacks sizzle of past events
“While they may look familiar, we have changed everything about these new iPhones,” said Cook before unveiling what looked like last year’s best-selling models (with the exception of a new rose gold color option).
“The only thing that’s changed is everything” teases the first Apple ad for the new iPhones, perhaps acknowledging the physical similarities to its 2014 lineup – but rattling off many of the device’s new capabilities.
Marketing hype aside, how do the features and specs compare to previous iPhones and other smartphones?
As always, iPhones are more evolutionary than revolutionary.
But you can’t really blame the company for not messing with its formula. After all, they’ve got the world’s hottest smartphone, so why take a chance by reinventing the wheel?
Plus, with many of Apple’s products, the magic is in the experience – not a list of specs on a website – so hands-on time is required to properly pass judgment.
With this in mind, here’s a deeper dive at what’s new, and if it’s a big deal or not.
New models of the iPhone 6S are seen displayed during an Apple media event. Josh Edelson, AFP/Getty Images Fullscreen Apple CEO Tim Cook stands on stage during a Special Event at the Bill Graham Civic Auditorium in San Francisco. Stephen Lam, Getty Images Fullscreen The new Apple iPad Pro is seen in three different finishes during a product display following an Apple event. Eric Risberg, AP Fullscreen New models of the iPhone 6S are seen displayed during an Apple media event. Josh Edelson, AFP/Getty Images Fullscreen People look over the new Apple iPhone 6S models during a product display following an Apple event. Eric Risberg, AP Fullscreen The new iPad Pro is seen with a Smart Keyboard during a product display following an Apple event. Eric Risberg, AP Fullscreen A man uses the new Apple Pencil on an iPad Pro after an Apple special event. Stephen Lam, Getty Images Fullscreen The new Apple TV box is shown during a product display following the Apple event. Eric Risberg, AP Fullscreen Apple CEO Tim Cook, right, looks at the new iPhone 6S with One Republic lead singer Ryan Tedder, in the demo room after the Apple event. Eric Risberg, AP Fullscreen People try out Apple's new Apple Watch bands following Apple's announcement of new products. Monica Davey, European PressPhoto Agency Fullscreen Journalists photograph Apple's new 6S and 6S Plus iPhones following Apple's announcement of new products. Monica Davey, European PressPhoto Agency Fullscreen Apple's new iPhone 6S and 6S Plus phones are on display following Apple's announcement of new products. Monica Davey, European PressPhoto Agency Fullscreen Apple's new Apple TV box and remote are on display following Apple's announcement of new products. Monica Davey, European PressPhoto Agency Fullscreen Two Apple Watches with the new Hermes leather bands are displayed in the demo area after an Apple special event. Stephen Lam, Getty Images Fullscreen the iPhone 6S and 6S Plus on display during Apple's event. Jefferson Graham, USA TODAY Fullscreen The iPhone 6S on display during Apple's event. Jefferson Graham, USA TODAY Fullscreen Apple CEO Tim Cook wraps up the latest Apple event. Eric Risberg, AP Fullscreen Apple CEO Tim Cook waves to the audience as One Republic wraps up there performance at the end of the Apple event. Eric Risberg, AP Fullscreen The band One Republic perform at the end of the Apple event. Eric Risberg, AP Fullscreen Ryan Tedder of the group One Republic performs during the Apple launch event. Monica Davey, European PressPhoto Agency Fullscreen Apple CEO Tim Cook speaks at the end of an Apple launch event. Monica Davey, European PressPhoto Agency Fullscreen Apple Senior Vice President of Software Engineering Craig Federighi speaks about 3D Touch during the Apple event. Stephen Lam, Getty Images Fullscreen Phil Schiller, Apple's senior vice president of worldwide marketing, talks about the features and color finishes of the new iPhone 6S and iPhone 6S Plus. Eric Risberg, AP Fullscreen Phil Schiller, Apple's senior vice president of worldwide marketing, talks about the features of the new iPhone 6S and iPhone 6S Plus. Rose Gold is a new finish color option available for the iPhone 6S and iPhone 6S. Eric Risberg, AP Fullscreen Phil Schiller, Apple's senior vice president of worldwide marketing, talks about the features of the new iPhone 6S and iPhone 6S Plus. Eric Risberg, AP Fullscreen Apple CEO Tim Cook introduces the new iPhone 6S and 6S Plus during a Special Event at Bill Graham Civic Auditorium September 9, 2015 in San Francisco, California. Stephen Lam, Getty Images Fullscreen The new Apple iPhone 6S is seen on stage during the Apple launch event at the Bill Graham Civic Auditorium in San Francisco, California on September 9, 2015. Jefferson Graham, USA TODAY Fullscreen Apple CEO Tim Cook discusses the Apple TV product at the Apple event. Eric Risberg, AP Fullscreen Apple CEO Tim Cook introduces the New Apple TV. Stephen Lam, Getty Images Fullscreen Apple CEO Tim Cook talks about the addition of Apple apps to the new Apple TV. MONICA DAVEY, EPA Fullscreen Chad Evans with MLB.com, discusses how apps like his will be made available on the Apple TV. Eric Risberg, AP Fullscreen Michelle Peluso with Gilt, discusses how apps like hers will be made available on the Apple TV. Eric Risberg, AP Fullscreen Jon Carter with Harmonix discusses how apps like his will be made available on the Apple TV. Eric Risberg, AP Fullscreen Apple Senior Vice President of Internet Software and Services Eddy Cue talks about the new Apple TV remote. Monica Davey, EPA Fullscreen Apple Senior Vice President of Internet Software and Services Eddy Cue speaks about the new Apple TV. Stephen Lam, Getty Images Fullscreen Eddy Cue, senior vice president of Internet Software, discusses the Apple TV product during the Apple event at the Bill Graham Civic Auditorium in San Francisco, Wednesday, Sept. 9, 2015. Eric Risberg, AP Fullscreen The new remote for the announced latest version of the AppleTV is seen on stage during the Apple launch event at the Bill Graham Civic Auditorium in San Francisco, California on September 9, 2015. Jefferson Graham, USA TODAY Fullscreen Apple CEO Tim Cook introduces the new iPad Pro during an Apple launch event. Monica Davey, EPA Fullscreen Apple Senior Vice President of Worldwide Marketing Phil Schiller speaks about the prices for iPads. Stephen Lam, Getty Images Fullscreen Apple Senior Vice President of Worldwide Marketing Phil Schiller speaks about the prices for iPad Pro on stage during a Special Event at Bill Graham Civic Auditorium September 9, 2015 in San Francisco, California. Stephen Lam, Getty Images Fullscreen Phil Schiller, Apple's senior vice president of worldwide marketing, discusses the features of the new iPad Pro. Eric Risberg, AP Fullscreen Apple Senior Vice President of Worldwide Marketing Phil Schiller speaks about the Apple Pencil and the Smart Keyboard prices for iPad Pro. Stephen Lam, Getty Images Fullscreen An Apple Pencil is displayed on the screen during the Apple announcement. The accessory provides a new input device for the newly announced iPad Pro. Stephen Lam, Getty Images Fullscreen Phil Schiller, Apple's senior vice president of worldwide marketing, introduces a keyboard case for the new iPad Pro. Eric Risberg, AP Fullscreen Phil Schiller, Apple's senior vice president of worldwide marketing reviews the screen resolution of the new iPad Pro. Eric Risberg, AP Fullscreen Apple Senior Vice President of worldwide marketing Phil Schiller reviews the technical features of the iPad Pro. MONICA DAVEY, EPA Fullscreen Phil Schiller, Apple's senior vice president of worldwide marketing reviews the CPU performance of the new iPad Pro. Eric Risberg, AP Fullscreen Microsoft's Kirk Koenigsbauer discusses the Microsoft Office app during the Apple event. Eric Risberg, AP Fullscreen Phil Schiller, Apple's senior vice president of worldwide marketing reviews the technical specifications of the new iPad Pro including the 12.9" screen size - the largest in the iPad product line. Eric Risberg, AP Fullscreen The new iPad Pro's screen is the biggest of the iPad lineup at 12.9" MONICA DAVEY, EPA Fullscreen Apple CEO Tim Cook introduces the new iPad Pro. Monica Davey, EPA Fullscreen Apple CEO Tim Cook opens the Apple event at the Bill Graham Civic Auditorium in San Francisco, Wednesday, Sept. 9, 2015 with an announcement of Apple Watch software updates and several new watch styles including special editions from Hermes. Eric Risberg, AP Fullscreen Apple Senior VP of Operations Jeff Williams announces a news series of Apple Watch styles from Hermes at the Bill Graham Civic Auditorium in San Francisco, California, on September 9, 2015. MONICA DAVEY, EPA Fullscreen Jeff Williams, Apple SVP of operations introduces several new Apple Watches including the Apple Watch RED edition. Apple Fullscreen The audience at the Apple event. Jefferson Graham, USA TODAY Fullscreen The audience at the Apple event. Jefferson Graham, USA TODAY Fullscreen Apple CEO Tim Cook waves as he takes the stage at the start of an Apple launch event at the Bill Graham Civic Auditorium in San Francisco, Jefferson Graham, USA TODAY Fullscreen Apple CEO Tim Cook takes the stage at the start of an Apple launch event at the Bill Graham Civic Auditorium in San Francisco, Jefferson Graham, USA TODAY Fullscreen Journalists wait in line to attend an Apple launch event at the Bill Graham Civic Auditorium in San Francisco, California, on September 9, 2015. Monica Davey, EPA Fullscreen Event staff look at a computer in front of an Apple logo outside Bill Graham Civic Auditorium on September 9, 2015 in San Francisco, California. Stephen Lam, Getty Images Fullscreen A man takes a photo as journalists wait in line to attend an Apple launch event at the Bill Graham Civic Auditorium in San Francisco, California on September 9, 2015. MONICA DAVEY, EPA Fullscreen A crew works outside the Bill Graham Civic Auditorium as preparations continue for the Apple new product announcements in San Francisco. Along with new iPhones, the iconic tech company is expected to show off a new Apple TV system and a bigger role in the home for Siri, its voice-activated digital assistant. Eric Risberg, AP Fullscreen Apple's invite to the September 9 event. Apple Fullscreen The exterior of the Bill Graham Civic Auditorium as preparations continue inside for the Apple product announcement in San Francisco. Eric Risberg, AP Fullscreen An officer stands watch outside the Bill Graham Civic Auditorium as preparations continue for the Apple new product announcements in San Francisco. Eric Risberg, AP Fullscreen A crew works outside the Bill Graham Civic Auditorium. Eric Risberg, AP Fullscreen Like this topic? You may also like these photo galleries: Replay Autoplay Show Thumbnails Show Captions Last Slide Next Slide 3D Touch
Along with pinching, flicking and swiping, the new iPhone screens sense the amount of force you’re applying to enable contextually relevant actions. Press lightly on an email summary to “peek” into the entire message or press a photo attachment to see the pic in a larger view. Press deeper to “pop” into the content itself. Use 3D Touch on an app icon and it can provide shortcut menus to some of the app’s key features.
While this feature might let you do more in less time, adding tactile feedback – a slight vibration felt under your fingertip – has been around for years in rival devices. It may be new for iOS users, but years behind similar technology on many Android phones.
Better cameras
The new iPhones boast a new rear-facing iSight camera with a 12-megapixel sensor, and with advanced pixel technology for added detail, compared to the 8-megapixel camera in the iPhone 6 and iPhone 6 Plus.
A new 5-megapixel FaceTime HD (front-facing) camera now offers Retina Flash, which delivers a light boost by brightly illuminating the screen for better selfies in darker environments.
Good photos aren’t just measured in megapixels, of course, but we’ve seen exceptional smartphone cameras like Sony Mobile’s 23-megapixel camera in the Xperia Z5 (and hey, it’s waterproof) or Samsung Galaxy Note 5’s fast and blur-free 16-megapixel camera.
As for video, iPhone 6S and iPhone 6S Plus aren’t the first phones to offer 4K recording – which refers to capturing four times the resolution of 1080p HD video – as major players like Samsung, LG, Motorola, HTC, Nokia and others have all offered it for a while now.
Apple’s new Live Photos feature is kind of cool, though, which adds motion to your photos by capturing the moment just before and after your snapshot. Gimmicky? Sure, but visually stimulating.
Under the hood
As you’d expect from Apple, the new iPhone 6S and iPhone 6S Plus are powered by a new processor – a third-generation 64-bit chip called the A9 – which is said to offer up to 70 percent greater CPU performance over last year’s A8 chip. GPU (graphics) performance is up to 90 percent better compared to the previous generation, says Apple.
Without a side-by-side comparison it’s difficult to substantiate these claims, but no doubt gamers and video editors will appreciate the added power.
But many other devices have tons of horsepower under the hood, such as the recently-launched Samsung Galaxy Note 5 and its proprietary octacore 64-bit processor, combined with 4 GB of RAM, for blazing performance (and ideal for multitasking smoothly).
Siri, iOS 9
If you haven’t noticed the theme yet, these appear to be marginal upgrades to last year’s iPhones, and with features seen in competing devices, too.
With the faster processor, Siri can now be truly hands-free – just say “Hey Siri,” followed by a command or question – and you don’t need to have your phone connected to a power source this time around. But the Google app already lets you do this on Android devices (by first saying the wake word “OK Google”).
Tied closely to the new iPhones is Apple’s operating system refresh available on Wednesday as a free download. iOS 9 adds a number of improvements to the mobile experience – a more predictive Siri, better search, new Notes app, detailed transit info in Maps and a new News app – but arguably the biggest update is multitasking support (for iPad only, unfortunately). While we’ve seen it on Android phones and tablets for years, iPads users for the first time can have more than one app open on an iPad.
Final thoughts
Are these new iPhones better than the ones that came before it? Absolutely. Will the iPhone 6S and iPhone 6S Plus be the phones of choice for those eligible for an upgrade to their older iPhone? You bet. Will they sell? Bet on it.
But many geeks (like yours truly) were underwhelmed during Wednesday's media event in San Francisco, with nary a “shut the front door!” moment.
Playing it safe might be smart business for Apple and its dominating device – but it’s certainly a departure from Apple’s once-popular “Think different” tagline.
Follow Marc on Twitter: @marc_saltzman . E-mail him at [email protected] .
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